TAT Unveils 2027 Tourism Marketing Plan: “The Year of Transformation”
TAT Unveils 2027 Tourism Marketing Plan: “The Year of Transformation”
Thailand Targets Asia’s No. 1 Position, 5% Revenue Growth, and a New 60:40 Tourism Distribution Between Major and Secondary Cities
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The Tourism Authority of Thailand (TAT) has unveiled its 2027 tourism marketing plan at Rajadamnern Stadium, introducing “4 Strategic Moves” to transform Thailand’s tourism sector and position the country as Asia’s No. 1 High-Value & Meaningful Destination.
The plan is driven by three key performance indicators: 5% growth in tourism revenue, a 60:40 distribution of tourists between major and secondary destinations, and placing Thailand among Asia’s Top 3 destinations in terms of tourist loyalty.
Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT), said that TAT led the announcement of the 2027 Tourism Marketing Action Plan on August 24, 2026, at Rajadamnern Stadium under the concept “The Year of Transformation.”
The choice of a boxing stadium reflects the spirit of transformation—turning a legendary arena of fighters into a stage for announcing a major turning point in Thailand’s tourism industry.
The strategy consists of four “Strategic Moves,” or four key punches, namely:
Rebalance Market Portfolio – Rebalance the structure of tourism markets.
Shape Experience Platform – Enhance the value of travel experiences.
Build New Growth Engine – Turn Thailand’s strengths into economic value through the Life Economy.
Transform Together – Bring all sectors together to drive sustainable growth.
The Winning Goal 2027
TAT aims to make 2027 “The Year of Transformation,” shifting Thailand’s tourism development toward value-driven growth and achieving “The Winning Goal 2027” through three key targets:
Tourism revenue must grow by at least 5% compared with 2026.
Tourists must be distributed according to a new ratio of 60% to major cities and 40% to secondary cities.
Thailand’s Tourist Loyalty Index must rank among the Top 3 in Asia, supporting the country’s ambition to become Asia’s No. 1 High-Value & Meaningful Destination.
Strategic Move 1: Rebalance Market Portfolio
TAT will rebalance the tourism portfolio across markets, customer segments, and destinations in order to reduce dependence on any single market.
The market strategy will be divided into three groups:
Retain: Markets where growth should be maintained.
Reshape: Markets that should be transformed toward new quality segments.
Recover: Markets where confidence needs to be restored and tourism revitalized.
TAT will also expand into new markets, including Eastern Europe and Latin America, as well as new source cities within existing major markets.
Tourists will be regrouped according to their behaviors and motivations through a new Segmentation Portfolio, consisting of four categories:
Mainstream
Experience
High Value
Premium Traveler
TAT will accelerate the distribution of tourism revenue and opportunities through the “The Link Plus” project, which will expand tourism to 19 new areas, with a target of increasing the number of international tourists by 10%.
Strategic Move 2: Shape Experience Platform
TAT will shift Thailand’s tourism positioning from “Value for Money” toward becoming a “Meaningful Destination.”
The Amazing Thailand brand will be elevated from a destination known for affordability to one recognized for meaningful experiences, under the concept “Healing is the New Luxury.”
New characters, “Nong Sukjai” and “Nong Rak Yim,” will serve as travel companions representing domestic tourism, conveying the charm of Thailand and creating emotional connections with travelers.
Domestic tourism campaigns will include:
“365 Thai Travel – Travel Thailand All Year Round”
“Happiness Happens Instantly When You Travel Thailand – Add More Thailand to Your Heart and Let It Heal.”
TAT will design experience themes reflecting the unique identities of each region and create new reasons to travel. These efforts will be supported by the UNESCO Thailand Network and a network of more than 55 community-based tourism destinations.
TAT will also strengthen city identities through Signature Destination Branding, initially focusing on five provinces:
Chiang Rai, Ubon Ratchathani, Songkhla, Trat, and Samut Songkhram.
Strategic Move 3: Build New Growth Engine
TAT will transform Thailand’s strengths into economic value by developing new tourism growth engines linked to the Life Economy, covering four key areas:
1. Theme Product Experience
TAT will promote nine experience categories and Unseen Luxperience for premium travelers.
For Well-being Tourism, Thailand will be positioned as a Global Health & Healing Destination, leveraging the country’s strengths in comprehensive medical services, science-based wellness, and traditional Thai wisdom.
2. Festival Economy
Thailand will host World-Class and International Events, while building on the success of distinctive Thai festivals promoted in 2026, including:
Ubon Ratchathani Candle Festival
Nakhon Phanom Illuminated Boat Procession Festival
Sakon Nakhon Christmas Star Festival
3. Must-Experience in Thailand
TAT will develop and promote experiences that international travelers must experience in Thailand, strengthening the country’s unique tourism appeal and global competitiveness.
4. Future Sustainability
TAT will expand sustainable tourism pilot areas, including Nan Province and Wellness Valley, while promoting low-carbon hotels through the CF Hotel standard and SDG assessment framework.
Strategic Move 4: Transform Together
TAT will take on a new role by bringing all sectors together to drive transformation through three major approaches:
1. Let Insight and Data Lead the Way
TAT will connect and share information through the Tourism Value Intelligence system, working with its network of 45 domestic offices, two coordination centers, and 29 overseas offices.
2. Expand Capabilities and Knowledge
TAT will strengthen professional capabilities through executive-level training programs and develop the Tourism Leadership Institute, which is scheduled to officially open in 2028.
3. Support Innovation and Start-ups
TAT will support innovations from start-ups to make every journey more convenient and safe, creating memorable experiences throughout the entire travel journey.
“Thailand Can No Longer Rely on the Old Way of Thinking”
Governor Thapanee said that the global tourism industry is changing rapidly, and Thailand can no longer rely on traditional approaches.
The decision to hold the 2027 marketing plan announcement at Rajadamnern Stadium reflects the belief that transformation in Thai tourism must begin with the way we “think, communicate, and create experiences” together.
Despite the challenging environment, Thailand still has enormous opportunities based on its competitive strengths, including wellness, meaningful experiences, culture, food, sustainability, and strong international recognition.
TAT therefore aims to transform “what we have” into “what travelers want,” creating value that will become a competitive advantage and help Thailand achieve stronger growth in the global tourism arena.
Under the 2027 Tourism Marketing Action Plan, TAT aims to take Thailand’s tourism industry further than ever before.
Winning this global tourism battle will require cooperation from all sectors to transform together, guided by four fundamental principles:
Integrity to build trust
Safety to build confidence
Quality to create lasting impressions
Experiences that inspire tourists to return again
By joining forces as one, Thailand will drive tourism growth with greater quality, create additional economic value, distribute income more widely, improve the quality of life for people across the country, and ensure that Thailand’s tourism industry continues to thrive sustainably into the future.
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